Boost Your Facebook Post With Caution

With email newsletters you can ask for location information (city, state, zip), and instead of blasting (and annoying) your entire list, you send to subscribers in states where you’ll be playing. You can even customize subject lines with the states you’ll be visiting, which means more people would probably open your email.

Mailchimp is free if you have less than 2,000 subscribers. You can also see succesful delieveries, unlike Facebook which doesn’t tell you who saw the post – and fuck, they could be making that number up anyways. It wouldn’t be the first time (please read ‘Facebook miscalculation significantly inflated average video view times for years‘ from 2016).

Stop Paying Facebook to Reach Your Fans

Steve Lambert of the non-profit Center for Artistic Activism wrote a fantastic piece called, ‘Why Facebook Is a Waste of Time—and Money—for Arts Nonprofits,’ and I (of course) love it. With a Facebook account with over 4,000 “likes,” they were only reaching about 3% of their audience.

“This is by design,” writes Lambert, “people think the Facebook algorithm is complicated, and it does weigh many factors, but reaching audiences through their algorithm is driven by one thing above all others: payment. Facebook’s business model for organizations is to sell your audience back to you.”

It turns out that Facebook doesn’t even offer a discount to non-profits to reach their supporters. Classy.

“For now, we’ve found our email newsletters much more effective because at least we know the message reaches the subscribers’ inbox. And while we are no longer investing our time or our donors’ money into Facebook, it’s not a complete departure. We’re letting automated systems repost from our website and from other social networks.”

Emphasis mine. At least you know they got it. Then you can see who opened, and who clicked a link. You can also see who didn’t open your email, and a week later send it to them again. Don’t be dismayed that you don’t have 4,000 email subscribers, or even 400.

When you get 100 people to hand over their email address, then you’ve got a subscriber. Likes and faves are easy, but someone opening an email (in 2018) is raising their hand and saying, “I want more of you.”

 

 

We Know Everything Now

Hearing and reading a lot more conversations that pertain to leaving social media, or at least lessening the habitual checking-in. The magnetic pull of “likes,” as well as the “fear of missing out” on something that happened 12 seconds ago.

“Is the never-ending psychic tinnitus of social media worth suffering through in the ever-dwindling hope that you’ll be exposed to something enriching, thanks to algorithms that favor paid advertising and “growth hacking?” The answer–for me, at least–is increasingly no.”
Escaping the Social Media Morass and Rediscovering Delight,’ by Tenebrous Kate

There is still value in “getting the word out,” of course, for both projects and worthy causes, but the problem is noise. Everyone is getting the word out. Everyone knows someone who has a GoFundMe. Every town has some asshole that got caught doing horrible things.

In 1998 or so I remember this interaction with a friend. I started telling a story, and before I got too far along they said, “yeah, I know, I read your Xanga.”

Now in 2018, 20 years later, we know what our friends are eating in real time. Or we can watch a video from the show they’re at right this second. That immediacy can be overwhelming at times.

What do we do with that information? We take in the videos, the cute filters, the badly lit and even worse sounding concert footage, and then… then what?

We know so much now, and yet we know so little.

Facebook Hates You

Matt Klinman of Funny Or Die had some pretty harsh words for Facebook, and for good reason.

Today, there’s no reason to go to a comedy website that has a video if that video is just right on Facebook. And that would be fine if Facebook compensated those companies for the ad revenue that was generated from those videos, but because Facebook does not pay publishers, there quickly became no money in making high-quality content for the internet.

Read his full interview over at Split Sider – it’s fucking good (and check out his Twitter).

Think about this; this is Funny or Die, not some small band trying to get 50 people to a gig. Or getting a dozen people to your local political event. Facebook throttles what your fans see, so rather that show your fans some tour dates it’ll show them a funny cat video that 324 shared in the last hour.

Your new video premiere? Buried under an avalanche of political drama and probably some post from a music blog about some guy playing a cover of a Metallica song with a kazoo.

Think your fans will see your post about crowdfunding your next EP? Nah, some celeb wore a Megadeth shirt!

Facebook will not help you. Twitter doesn’t care about you being harassed. Tumblr is owned by YAHOO. Instagram is owned by Zuckerburg and turning into trash by the minute.

I implore you: buy a domain name, build an email list, and send some goodies to your fans using the mail.

“But I’ll lose my 21,381 followers,” you may say. Chances are you’re only reaching 0.1% of those followers anyway, so revel in the 200 people on your email list. At least you can reach all of them.